Growing the long-term impact of contact strategies: integration matters

Growing the long-term impact of contact strategies: integration matters

Jul 14, 2011  inspiration

 
 

Direct marketing consultant Martin Wright wrote an interesting post on MyCustomer.com, making a strong case for integrated direct marketing and contact strategies to improve marketing performance. Martin, furthermore, shows that the approach of measuring the response generated by a campaign or number of purchases by the target group, tend to over-estimate the incremental value of the marketing activity.

Although  people are multi-channel, most businesses use tactical campaigns that consist of single media and a limited number of stages. According to Martin, these practices are still often used in the financial industry, but it’s most certainly not only there.

The proven fact that integrated contact strategies simply result in better performance still has to lead to cross-channel and multistep approaches in many industries.

Using response curves the author shows how coordinated and integrated contact programmes can lead to significant changes in consumer behavior and build the level of base sales.

Multi-channel integrated tactics and strategies for better ROI

Single, even well targeted campaigns, Martin says, on the other hand, can cause a high sale spike but have modest incremental sales, while repeated campaigns, although they ramp up sales, usually decline over time.

He concludes that coordinated contact strategies, especially those that use multiple channels, simply have a better ROI and long-term impact.

Is there still room for single and/or repeated campaigns, especially in these multi-channel times? Undoubtedly so but it’s clear, that in order to improve performance on a consistent basis and grow the long-term impact of contact strategies, integration and coordination depending on customer communication preferences and smart multi-channel cross-fertilization, is becoming increasingly important.

In single campaigns, the high degree of cross-channel personalization Selligent’s solutions offer is a must for relevance and conversion. In repeated campaigns, tools such as clash management and cross-channel campaign coordination work better over time. In integrated contact strategies, our interactive marketing and CRM approach is a powerful companion to continuously improve your marketing efforts.

More about Selligent’s solutions here.

Download our white paper on integrated interactive marketing for more tips and request a demo here.

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